Concept of Branding in General: An Analysis of Customers’ Perspective

International Journal of Engineering and Management Research e-ISSN: 2250-0758 | p-ISSN: 2394-6962
Volume-10, Issue-4 (August 2020)
www.ijemr.net https://doi.org/10.31033/ijemr.10.4.10
60 This work is licensed under Creative Commons Attribution 4.0 International License.
Concept of Branding in General: An Analysis of Customers’ Perspective
Shahriar Al Imran1
and Sayak Sarkar2
1
Student, BBA-Marketing, Sharda University, Greater Noida, Uttar Pradesh, INDIA
2
Student, BBA-Entrepreneurship, Greater Noida, Uttar Pradesh, Sharda University, INDIA
1
Corresponding Author: 2019002440.shahriar@ug.sharda.ac.in
ABSTRACT
When the word brand comes to mind, we, as a
customer, can only think about those names which have
created an impact in our mind. We do not keep those brand
names in our mind which are not impactful. At the same time,
it is a major concern for the brands to captivate the place in
customers’ minds so that while making a purchase, customers
can choose without having second thoughts. The concept of
branding is very important in today’s globalized market, as
there are lots of competitors in every field. It is the duty and
responsibility of the top management of a company to
maintain its brand image. But often they fail to do so due to
lack of copy testing and customer behavior analysis.
Furthermore, it is also important to know about customers’
perception on the concept ‘branding.’ This paper deals
particularly with the perception of customers on the concept
of branding. Researchers quantitatively analyzed the data
collected from a survey to make conclusions which will help
the managers to have an insight before making marketing
strategies.
Keywords-- Customer, Branding, Business, Marketing
Sector, Customer Behaviour
I. INTRODUCTION
Branding has become an extremely important
concept of the business sphere for the past few years. It has
become a weapon for the leading brands to use it as a
distinguishing factor to discern themselves from the
existing and growing contenders. This further clarifies
“What is better in them to offer the customer.” With
varying viewpoints, the importance of branding in the
modern market is depended on how customer‟s needs are
intrinsically changing, and how brands can unlatch growth
in today‟s competitive and expeditiously changing
environment.
The concept of branding is the name, term, design,
picture, or any exclusive characteristic that acknowledges
one company's objects or service as the perceptible
structure of exclusive sellers have tremendously drifted to
one of the most crucial aspects of marketing and advertising
of a business.
The idea of the branding doesn‟t conclude here,
further, it represents whom the business belongs to and how
he/she wishes to be perceived. Branding is important to a
business today because it is how a company gets its
identification and becomes known to the customers.
The factors like logo or name or any other unique
element of branding, especially where these factors are a
concern, as it is essentially the face of the company. This is
why expert emblem or title sketch must be attainable and
without problems take into account in a position making an
influence on a character at first glance.
II. LITERATURE REVIEW
The Significance of Branding
Branding is the core essential factors of any
business, massive or small. Branding is the artwork of
aligning what consumers count on about an employer with
what the business enterprise desires them to anticipate. For
sample, if Nike is stated, the initial component that comes
to most people's notion was Michael Jordan. Nike has made
an attempt to range itself with accomplished personal,
superstar athletes so that consumers will buy their producer
due to the truth of the emotional affiliation with the athlete.
Brands Aren’t Tangible
A producer is no longer tangible; it is how a
personality thinks about that certain company or product. A
corporation represents the sequence of seen pictures,
experiences, and poignant responses that define a person's
speculation of that enterprise, company or product is.
A satisfactory branding method affords firms the
most vital place in increasingly greater aggressive markets.
To improve business, the organization's presence ought to
be created, grown, and managed to reap aggressive
differentiation. There are endless steps fundamentally to
achieve a splendid branding strategy.
Concept of Branding in the Past
The notion of branding originated from the Old
Norse phrase “Brandr” which mend to burn. Owners
branded their cattle with heat iron rods for identification
purposes. Each mark used to be wonderful and barring
troubles recognizable - elements ordinary to emblems
today.
Soon thereafter, mass parts of alternate gadgets
have been produced and dispensed on a large scale, creating
the pick to "brand", or burn marks (logos), onto crates to

distinguish one from another. The marks represented an
enterprise and its factors and/or benefits (Cherington,
1937).
While logos and visible representations
differentiated manufacturers from every other, the sheer
inflow of organizations producing merchandise was once
overwhelming. To stand out, companies grew to grow more
emotional connections to win consumers. Brands started out
to faucet into fundamental human coronary heart strings
demonstrating how their merchandise ought to greater
consumers‟ lives with the aid of making them covetable,
happier, greater and easier, etc.
For example, Nike doesn‟t really promote
sportswear; they promote an authenticity, prevailing
lifestyle. The iconic brand and slogan (“Just do it”) conjures
up motivation and motion and reaches into the hero within.
When exquisite and characteristic weren‟t ample to win the
customer wallet, producers superior to create an emotional
bond.
A Brief History of Branding
The idea of an organization isn‟t a new one. In
fact, the questioning has been spherical for hundreds, if no
longer thousands, of years. The thinking of branding existed
exact formerly than the existing day era. What it
functionality to producer some component has superior
since on the different hand the notion stays the same (Funk,
Freeman, & Berger, 1987).
The present-day phrase producer is derived from
the phrase "brands" from Ancient Norse that was
achievable "to burn". Around 950 A.D. a "brand" referred
to a burning piece of wood.
In the thirteenth century, the Magna Carta, the
decline of feudalism, and the buying for and merchandising
between east and west (among one-of-a-kind things),
helped to alternate lives for worst to better. There used to be
a revival of crafts with the formation of craft guilds and the
emergence of a middle class. During this period, to
manipulate trade, guilds made proprietary marks
mandatory. Town criers had been paid to promote a product
owner's goods.
By the 1500s it had modified to refer to a mark
burned on cattle to showcase ownership. The time
dimension "maverick", in the beginning of that capability
an unbranded calf, comes from Texas rancher Samuel
Augustus Maverick who‟s left out cattle often obtained free
and have been rounded up with the beneficial aid of his
neighbors. The phrase unfolds amongst cowboys and sold
applicable proper right here to comply with unbranded
calves decided wandering alone. Tate & Lyle of Lyle's
Golden Syrup makes a related claim, having been identified
via way of Guinness World Records as Britain's oldest
brand, with its green-and-gold packaging having remained
almost unchanged in view that 1885 (Hupp, 2019).
The nineteenth-century positioned the upward
push of mass manufacturing and the opening of present
day-to-day consumerism. Products like wine, spirits, and
ale had been amongst the first to see world distribution, and
producers commenced out burning their mark into crates
and designing a one-of-a-kind bottle and labels to
distinguish themselves from competitors. Supplementary
the employer‟s mark developed into an illustration of high-
quality as adversarial to possession (Hutch, 2003).
Factories hooked up for the length of the Industrial
Revolution delivered industrially produced objects and
desired to promote their merchandise to a wider market--
customers in the previous acquainted fully with locally-
produced goods. It quickly grew to be apparent that a
massive bundle deal of cleansing cleaning soap had
difficulty competing with familiar, regional products. The
packaged-goods producers preferred to persuade the market
that the public may additionally desire to vicinity in truth as
loads agree within the non-local product. Pears Soap,
Campbell Soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima,
and Quaker Oats have been amongst the first merchandise
to be "branded" in an effort to extend the consumer's
familiarity with their merits (Ligon, 2015).
With the introduction of television and radio,
producers had been in an attribute to use new techniques to
promote their merchandise and generate demand.
In the 1930s, Edward Bernays (nephew of
fashionable Austrian neurologist) posted an ebook referred
to as Propaganda. Bernays illustrated some compelling
ideas for the time, arguing that through the performance of
associating merchandise with ideas, huge numbers of
human beings have to be influenced to alter their behavior
(Randall, 2004).
Advertising corporations and firms took phrase of
what Bernays used to be asserting and through the use of
the early Nineteen Sixties entrepreneurs had been the use of
mass media to associate their producers with emotional
blessings as a preference than precise roles. These
companies rapidly observed to assemble their brands'
identification and persona such as theythfulness, thrilling,
or luxury. This commenced out the workout we understand
as branding today, the area the buyers purchase "the brand"
alternatively than the product. The tendency persevered into
the 1980s and is now quantified in requirements such as
producer rate and producer equity. Naomi Klein has
described this enhancement as "brand equity mania"
(Rassuli, Hollander, Nevett, & Dixon, 1995).
In the Nineteen Eighties, Philip Morris offered
Kraft for six situations that the corporation used to be nicely
well worth on paper. Were they purchasing for factors and
factories? No, they had been shopping for the Kraft brand.
In 1984 Apple put to sea their now common "1984" tv
industry which delivered the Apple Macintosh personal
computer. The enterprise used an unnamed heroine to

signify the coming of the Macintosh laptop as an ability to
save humanity from "conformity". The industry used to be
as soon as immensely worthwhile and the idea of
companies setting up prolonged-time length organization‟s
identification alternatively, than creating speedy time
duration advert campaigns used to be popularized.
Concept of Branding in Present Days
Branding has a lengthy long past from the sensible
desire for possession and identification to a beacon of
quality to an emotional bond between company/product and
consumer. Today, the stakes are higher, and the insurance
policies are altering as quickly as again. Brands are growing
a value-based relationship with their customers (Roman,
2003).
Consumers desire to purchase from producers that
cares about the equal beliefs that they do, stand for
something, and ask for and obtain their remarks and inputs.
Today‟s firms have put their “why” at the center of their
brand.
Why do they do what they do, and why they want
their clients to care? That‟s what today‟s marketer has to
deal with to assemble an organization that customers will
love, follow, and be loyal to.
Branding in today‟s market reaches a lengthy way
previous a slogan, logo, and coloration scheme. An
employer with a worthwhile enterprise approach can be
recognized nationally and will help bring value to their
business. There are pretty a few slip-ups that can be on
hand for an enterprise corporation to get caught on as well
as some guidelines that will help a corporation to succeed
(Scaramanga, 2015).
Social media is an exquisite location for their
corporation to show off its personality and find out its
voice. Customers trip higher associated when an
organization is successful to humanize its brand. This
advocacy must spawn immoderate engagement and great
purchaser generated content material fabric on their
channels. Not completely is social media proper for patron
interaction, it will shortly quit up an expectation of
consumers to have the choice of the use of social media for
client issuer resource and communication. When an agency
is now no longer full of life or contemporary on social
media, they may additionally favor passing over out on a
vital opportunity to reply hastily and personally. This in flip
can go away the patron with an excellent day out and a
viable catastrophe can be avoided.
For a company to cease up recognized nationally,
they prefer to preserve a normal agency message. Give their
business enterprise a persona that will make it stand out in
the market. The following are crucial points to consider:-
 Making their corporation unique.
 How are they greater than their competitors?
 What makes up the core of their company?
These points have to be answered with every message
they put out. Every interaction has to furnish a customer
with an awesome ride and go away with searching more!
III. CUSTOMER BEHAVIOUR
Millennials
The alternate of objects and choices has reached a
new dimension; there are developing expectations for
companies to be environmentally, socially, and ethically
responsible. Research suggests that millennials (those born
between 1980-2000) will cautiously pick out agencies that
mirror their very very own values.
There is a plethora of examining material on how
to market to millennials due to the truth they‟re a unique
generational group. They manipulate over $200 billion of
shopping for power, are digital natives, and are accustomed
to an ordinary influx of records and advertisements. As a
result, they are conscious of how to filter through the noise
in search of authenticity. The transparency of the internet
achievable consumers is privy to the total factor from a
brand‟s pricing, to its product quality, to its agency
practices.
Ethics remember to millennials; in accordance
with Adroit Digital:
 38% of millennials will swap manufacturers if an
enterprise is determined to have terrible
commercial enterprise practices.
 33% are worried about eco-friendly products
 32% care about honest enterprise practices.
Living a sustainable existence is the pinnacle of an idea
for consumers, and they will choose out producers that will
aid them to achieve that. A sense of social responsibility is
sturdy in millennials; 48% choose to use producers that are
energetic in helping social causes. Popular examples of
producers that do so are TOMS, a sneakers organization
that donates a pair of shoes for an infant in favor for every
and each and every pair purchased, and Warby Parker, an
eyewear business enterprise that distributes glasses to these
in need. Of course, the opposite is moreover true; if
millennials believe a company is unauthentic, they‟re more
in all likelihood to take their business corporation some
location else or worse, go out of their way to showcase
disapproval online and in social channels (Tadajewski &
Jones, 2016).
In addition to aligning with their values, millennials
count on producers to furnish an ordinary outing at some
stage in channels (omni channel experience), the study by
means of on promises, and provide informative content.
The latter explains why content cloth advertising and
marketing is so integral due to the reality it drives home the
thinking that if producers pick out consumers‟ attention,
they have to furnish rate in return. Authenticity will lead to
trust, and 40% of millennials are loyal to producers they
apprehend and trust.

IV. METHODOLOGY
An online survey was conducted, where the
questions were both open ended and close ended. The
questionnaire was distributed to people of different
occupations: student, businessman, service holders,
freelancers etc. The age range of the participants is from 18
to 60 years.
Data Analysis and Findings
Here is the description of the participants who took
part in the survey of this research:
Age
Value Count Percent
Valid Values 1 18 to 24 years 96 43.6%
2 25 to 30 years 55 25.0%
3 31 to 40 years 30 13.6%
4 41 to 50 years 27 12.3%
5 51 to 60 years & above 12 5.5%
Gender
Value Count Percent
Labeled Values 1.00 Male 162 73.6%
2.00 Female 58 26.4%
Occupation
Value Count Percent
Labeled Values 1.00 Student 83 37.7%
2.00 Service Holder (Gov.) 48 21.8%
3.00 Service Holder (private) 53 24.1%
4.00 Businessman 22 10.0%
5.00 Freelancer 14 6.4%
Table1: Codebook of participants
Firstly, participants were asked what exactly they
see before buying a product. The response is showed
below:
Age * what do you see before buying a product Cross tabulation
Product Quality Brand Image Consumer Review Availability
Age 18 to 24 years 24 27 24 17 92
25 to 30 years 5 20 22 8 55
31 to 40 years 4 13 13 0 30
41 to 50 years 8 4 6 9 27
51 to 60 years & above 4 4 6 2 16
Total 45 68 71 36 220
Table 2: Cross tabulation of Age and response of „what do you see before buying a product‟
Out of 92 participants of age range 18 to 24 years, 27
responded they look for brand image before buying a
product. Out of 55 participants of age range 25 to 30 years,
22 responded they look for customer review before buying
a product. Participants of age range 31 to 40 look for both
brand image and customer review at an equal rate. Most of
the participants of age range 41 to 50 years look for the
availability of the product. And finally, most respondents of
age range 51 to 60 years look for customer review before
buying a product.

Gender * what do you see before buying a product Cross tabulation
Product Quality Brand Image Consumer Review Availability
Gender Male 37 54 46 25 162
Female 8 14 25 11 58
Total 45 68 71 36 220
Table 3: Cross tabulation of Gender and response of „what do you see before buying a product‟
Table 3 demonstrates that out of 162 male
respondents, 54 respondents look for brand image & on the
other hand, out of 58 female respondents, 25 respondents
look for the consumer review before buying a product.
Table 5: Histogram of overall response: „what do you see before buying a product?‟
In table 5, the histogram of overall responses
shows that the value „3.00‟ has the highest peak, which
indicates „consumer review.‟ Other labeled values are as
follows:
1.00= Product Quality
2.00= Brand Image
3.00= Consumer Review
4.00= Availability.
Table 6: Line graph of overall response: „Purpose of usage‟

Next, the respondents were asked about the most
frequent purpose of buying a product. The labeled values
are as follows:
1.00= Professional
2.00= Personal
3.00= both professional & personal.
Clearly the most frequent purpose of buying a
product is for personal use.
Table 7: Dual Y Axes with Categorical X Axis analysis showing relationship between „factor influences you the most‟ and
response: „if you like a product, will you recommend others to use it?‟
Labeled values in X-axis:
1.00= Strongly Agree
2.00= Agree
3.00= Neutral
4.00= Disagree
5.00= Strongly Disagree
Labeled values in Y-axis:
1.00= Family members
2.00= Peer group
3.00= Workplace
4.00= Advertisement
From the above figure, it is clear that if family
members influence the respondents to buy any product,
respondents strongly agree that they will suggest others to
use the product.
Table 8: Bar graph showing customer‟s perspective on concern of companies/ brands
The respondents were asked to give their opinion
on the fact of concern of companies/brands. The bar graph
clearly shows that in customer‟s perspective, companies
want to ensure their existence in the market.

Table 9: Population Pyramid Frequency showing relationship between „factor influences you the most‟ and occupation.
Labeled values in X-axis:
1.00= Family members
2.00= Peer group
3.00= Workplace
4.00= Advertisement
The figure indicates that students are most
influenced by advertisements, government service holders
are most influenced by workplace, private service holders,
businessmen and freelancers are most influenced by family
members.
Table 10: Stacked bar analysis showing relationship between „factor influences you the most‟ and response: „Will you suggest
your close ones to use the product?‟
The stacked bar analysis shoes the relationship
between „factor influences you the most‟ and the responses
of the question: „will you suggest your close ones to use the
product?‟
The analysis shows that if influenced by family
members, respondents may or may not suggest their close
ones to use the product. If influenced by peer group, the
respondents will often suggest their close ones to use the

product. If influenced by workplace and advertisement, the
respondents will always suggest their close ones to use the
product.
V. CONCLUSION
The concept of branding is being evolved
everyday according to the trends and nature of market every
day. At the same time, new brands are entering into the
market every day in all sectors. So, to maintain the market
position and customer engagement, the brands must realize
the importance of branding, because at the end of the day,
power of persuasion wins over the quality of a product.
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